At the same time that CRM has emerged as a
major trend in the business world, companies have also
increased their ability to organize, store, process, and
analyze data from their own internal business activities
as well as from external sources. Improved computer
technologies, combined with more powerful software,
provided by companies who specialize in CRM
applications, have resulted in an ability to use data in
ways never before possible in developing competitive
strategies. This data-processing capacity has fueled the
CRM movement (Crosby and Johnson, 2000).